1 THIS EXIT MARKET July 2015 Focus: Germany
Aug 15, 2015
2
• 500 respondents in U.S. and China, and 200 in other countries
• Ages 25-64
• College-educated
• In top 25% of household income per age group in each country
• Report significant media consumption and engagement in business news and public policy
• 15 years of data
General Online Population• 1,000 respondents per country
surveyed
• Ages 18+
• 4 years in 25+ markets
Online Survey in 27 Countries• 33,000 respondents
• 7 years in 20+ markets
• 10 years in 10+ markets
Informed Public
• 15,000 responders
• General and influencer consumer populations who report at least a minimal level of engagement* with brands
• 12 countries: Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, Netherlands, UK, US
• 199 multi-national brands, plus approximately 15 brands per country
• Across 11 industry sectors, including food, beverage and spirits
*To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc.
Online Survey in 27 Countries
EDELMAN’S 15th Annual TRUST BAROMETER METHODOLOGY
3
Glob
al
UAE
Brazil
S. Afri
ca Italy
Franc
e
Poland
Russia
India UK
U.S.
China
Spain
Nethe
rland
s
Irelan
d
Ger
man
y
Sweden
Turke
y
63
76
7066
63
51
42 43
79
70 6964
6165
60 59
48
43
62
7773
71
64
57
51
45
78
68 68
62 6159 59
55
45
40
50%
2014 2015
TRUST DECLINES IN 70% OF COUNTRIES General Population
PERCENT TRUST IN FOOD & BEVERAGE SECTOR, 2014 VS. 2015
GLOBALLY, INCREASED TRUST IN 8 COUNTRIES; DECREASED TRUST IN 19
+6 +9+5 -6
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total and across 27 countries
4
HOWEVER, FOOD & BEVERAGE IS TRUSTED SIGNIFICANTLY MORE THAN BUSINESS IN ALL MARKETS
Global U.S.Braz
il
Irelan
d UK
Swed
en
Netherl
ands
German
y
France
Spain Ita
ly
Poland
Turke
yRussi
a
S. Afri
caUAE
IndiaChina
62
6873
60
68
48
65
55 5761 63
51
43 45
71
77 79
62
4851
59
36
44 46
57
42
30
36
48
3632
37
56
6568
58
Q11-14. [TRACKING] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”.; Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population in 27-country global total and across 27 countries
General Population
PERCENT TRUST FOOD & BEVERAGE INDUSTRY BUSINESS
5
50%0.62
0.76
0.680.64 0.63 0.62
0.59 0.57 0.55 0.540.5 0.48 0.48
0.33
TRUST IN INDUSTRY VS. BLINDED COMPANIES
INDUSTRY TRUST DOESN’T TRANSLATE TO COMPANY TRUST
General Population
Just because the industry is trusted overall doesn’t mean companies within the industry will be trusted
Q43-60. [TRACKING] Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal”. (Top 4 Box, Trust) General Population, 27-country global total. Q65-73; 210a-213a. [TRACKING] Below is a list of companies. Please indicate how much you trust each company or organization to do what is right, using the same 9-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal” to do what is right. (Top 4 Box, Trust) General Population, 27-country global total.
6
PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR
General Population
SWING TRUSTERS – A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY
11%
11%
11%
21%
8% 8%
25%
27%
28%
30%
24%
22%
39% 41
%40%
32%
40%
41%
24% 19
%19% 15
%
23%
26%
Distrusters (1-3)
Neutral (4,5)
Weak Trusters (6,7)
High Trusters (8,9)
Food & Beverage Industry
Food & Beverage Retailers
Food & Beverage
Manufacturers
Fast Food Restaurants
Agribusiness Farming & Fishery
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
7
PERCENT WITH VARIOUS LEVELS OF TRUST IN EACH INDUSTRY SUB-SECTOR
General Population
SWING TRUSTERS – A MOVABLE MIDDLE OPPORTUNITY FOR THE FOOD & BEVERAGE INDUSTRY
11%
11%
11%
21%
8% 8%
25%
27%
28%
30%
24%
22%
39% 41
%40%
32%
40%
41%
24% 19
%19% 15
%
23%
26%
Distrusters (1-3)
Neutral (4,5)
Weak Trusters (6,7)
High Trusters (8,9)
Food & Beverage Industry
Food & Beverage Retailers
Food & Beverage
Manufacturers
Fast Food Restaurants
Agribusiness Farming & Fishery
Swing Trusters64% 68% 68% 62% 64% 63%
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
8
General Population
PERCENT TRUST IN FARMING & FISHERY
FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
26
36 36
2125 26
14
21 21
2318 18
21
3235
3941
24
4134
37
41
4441
55
4239
4245
41
30
3839 36 35
45
2222
1724
1923 20 27
2623 26
2429
1818
1416 22
87
711 8
97
910
10 913 17 9
77 3 6
High Trusters Weak Trusters Neutral
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
Could higher scores indicate opportunity for industry to engage in new ways?
9
General Population
PERCENT TRUST IN FARMING & FISHERY
FARMING & FISHERY ENJOYS HIGHEST TRUST OF ALL SUB-SECTORS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
High Trusters Weak Trusters Neutral
Could higher scores indicate opportunity for industry to engage in new ways?
Swing Trusters
6563
5654
65
6364 75
6965
7165
59
5756
51
67
50
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
10
General Population
PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS
A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
19
25
33
14
19
119
16
11
1612 13
11
19
26
31
37
17
40
39
37
38
45
37
52
40
38
44 47
29
23
37
4139
38
41
28 2220
29
26
32
2532
3225 27
35
32
27
26
1817
27
11 13 9
18
8 18 1111 17 13 12 20
33 17 6 10 514
High Trusters Weak Trusters Neutral
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
11
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
High Trusters Weak Trusters Neutral
General Population
PERCENT TRUST IN FOOD & BEVERAGE MANUFACTURERS
A LOOK AT THE FOOD & BEVERAGE MANUFACTURING SUB-SECTOR INDICATES A SIMILAR OPPORTUNITY
Swing Trusters
68 6157
67
71
69
7772
70
69 74
64
55
74
6757
55
68
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
12
General Population
PERCENT TRUST IN FOOD & BEVERAGE RETAILERS
FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
19
2628
15
20
14 15 1511
21
1513
11
17
24
30
39
17
4138 37
37
45
37
57
42
39
4246
35
21
35
43 38
39
45
2725 24
30
2535
2033
29
2626
32
36
29
27
20
15
24
11 9 10
15
8 12 510
18 9 11 18 3019 5
85 12
High Trusters Weak Trusters Neutral
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
13
General Population
PERCENT TRUST IN FOOD & BEVERAGE RETAILERS
FOOD & BEVERAGE RETAILING ENJOYS HIGHEST PERCENTAGES OF SWING TRUSTERS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
High Trusters Weak Trusters Neutral
Swing Trusters
54
68
6361
67
70 7268
77
72
7564
58
67
57
68
70
69
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
14
General Population
PERCENT TRUST IN FAST FOOD RESTAURANTS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
1518
26
812
86 7 8 9
10 94
12
17
27
38
15
32
35
33
24
33
24
40
2628 27
33
17
15
25
34
34
34
40
30
29 24
34
31
34
33
3635 34
30
33
32
29
3220
20
30
21 16 16
33
22 32 1931 28 29 26 40 48 32
1716 6 13
High Trusters Weak Trusters Neutral
FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
Nominal gap between low trust and neutrals and highest distrust creates call-to-action for QSRs
15
General Population
PERCENT TRUST IN FAST FOOD RESTAURANTS
FAST FOOD EXPERIENCES LEAST TRUST, BUT STILL RETAINS OPPORTUNITIES WITH SWING TRUSTERS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
High Trusters Weak Trusters Neutral
Swing Trusters
54
6264
57
58
64
58
73
62
636163
50
47
66
54
54
70
Nominal gap between low trust and neutrals and highest distrust creates call-to-action for QSRs
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
16
General Population
PERCENT TRUST IN AGRIBUSINESS
DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
2325
34
16 16
24
13 1411 19
30
20 19
2830
36
46
27
40
28
37
39
34
37
54
4142
40
44
40
25
3738
36
32
43
24
25
19
26
25
2522
2928
26
20
25
32
2122
15
1521
8
12
7
11
9
88
11
1911
613 23
11 67 2
7
High Trusters Weak Trusters Neutral
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
Could higher scores indicate opportunity for industry to engage in new ways?
17
General Population
PERCENT TRUST IN AGRIBUSINESS
DESPITE GMO DATA, AGRIBUSINESS ENJOYS A SURPRISING NUMBER OF SWING TRUSTERS
Globa
lU.S
.
Brazil
Irela
nd UK
Swed
en
Nethe
rland
s
Germ
any
Fran
ce
Spai
nIta
ly
Pola
nd
Turk
ey
Russia
S. A
frica
UAE
Indi
a
China
High Trusters Weak Trusters Neutral
Swing Trusters
5864
53
56
6559
62
76
707066
64
65
57
6051
47
64
Q61D-63D. [TRACKING] Now thinking about specific sectors within the food industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you "do not trust them at all" and nine means that you "trust them a great deal". General Population, 27-country global total.
Could higher scores indicate opportunity for industry to engage in new ways?
18
50%
69
8380 78 76 75 74 72
68 67 66 64 64 63 62 62 6056
General Population
Want More Industry Involvement Want Less Involvement
Q265-386. [TRACKING] [SPLIT SAMPLE] Please indicate how much you agree or disagree with the following statements? General Population, 27-country global total. General Population, 27-country global total and across 27 countries.
PEOPLE WANT MORE INDUSTRY INVOLVEMENTPERCENT WHO AGREE INDUSTRY SHOULD BE MORE INVOLVED
Broad global agreement that the industry should have a say in their country’s nutrition policy…
19
50%
Globa
l
China
Turk
ey
Russia
Brazil
Germ
any
Spai
n
Fran
ceIn
dia
Italy
Pola
nd U.S.
Swed
en
Irela
nd
S. A
frica
Nethe
rland
sUK
51
85
7066
54 54 53 52 52 5149
45 45 4442 41 41
12
3
6
514
129 18
14
1015
17
912
26
17
11
PERCENT WHO AGREE
…HOWEVER, PEOPLE FEEL STRONGLY THAT THE INDUSTRY IS NOT REGULATED ENOUGH
General Population
Not Enough Regulation Too Much Regulation
Q264. When it comes to government regulation of the food and beverage industry, do you think that your government regulates it too much, not enough or the right amount? General Population, 27-country global total and across 27 countries.
21
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold shares Bought shares-18% 28%
Informed Public
TRUST IN INNOVATION MATTERSBEHAVIOR BASED ON TRUST
The double ROI for the Food & Beverage industry
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global total.
22
Informed Public
#1 most trusted
media source: ONLINE SEARCH
ENGINES
#1 most trusted
content creators: FRIENDS AND
FAMILY
Actions directly related to trust are linked to where people get their information
TRUST IN INNOVATION MATTERSBEHAVIOR BASED ON TRUST
Trusted CompaniesDistrusted Companies
Refused to buy products/services Chose to buy products/services-63% 80%
Criticized them to a friend/colleague Recommended them to a friend/colleague-58% 68%
Paid more for products/services 54%
Shared negative opinions online
Shared positive opinions online-37% 48%
Defended company 40%
Sold shares Bought shares-18% 28%
Q371-376. Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust? Please answer yes or no to each action. Informed Publics, 27-country global total. Q377-380. Still thinking about the past 12 months, have you taken any of the following actions in relation to companies that you do not trust? Please answer yes or no to each action. Informed Publics, 27-country global total.
23
16 KEY ATTRIBUTES
TO BUILDING TRUST
INTEGRITYHas ethical business practicesTakes responsible actions to address an issue or crisisHas transparent and open business practices
ENGAGEMENTListens to customer needs and feedbackTreats employees wellPlaces customers ahead of profitsCommunicates frequently and honestly on the state of its business
PRODUCTS & SERVICESOffers high-quality products or servicesIs an innovator of new products, services or ideas
PURPOSEWorks to protect and improve the environmentAddresses society’s needs in its everyday businessCreates programs that positively impact the local communityPartners with NGOs, government and 3rd parties to address societal needs
OPERATIONSHas highly-regarded and widely-admired top leadershipRanks on a global list of top companiesDelivers consistent financial returns to investors
Edelman Trust Barometer research reveals 16 specific
attributes that build trust.
These can be grouped into five performance clusters
listed here in rank order of
importance.
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total.
24
STATED IMPORTANCE VS. STATED PERFORMANCE ON 16 TRUST ATTRIBUTES - GLOBAL
ENGAGEMENT AND INTEGRITY: PRIORITY AREAS FOR COMPANIES TO BUILD TRUST
TRUST-BUILDING OPPORTUNITY QUADRANTUNDER-PERFORMING ON HIGH PRIORITIES HIGH-PERFORMING ON HIGH PRIORITIES
UNDER-PERFORMING ON LOWER EXPECTATIONS HIGH-PERFORMING ON LOWER PRIORITIES
ENGAGEMENT
INTEGRITY
OPERATIONS
PRODUCTS & SERVICES
Sta
ted Im
port
ance
Stated Performance
PURPOSE
Informed Public
Q80-Q95. [TRACKING] How important is each of the following actions to building your trust in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 2 Box, Very/Extremely Important) Informed Public, 27-country global total. Q114-129. Please rate businesses in general on how well you think they are performing on each of the following attributes. Use a nine-point scale, where one means they are "performing extremely poorly" and nine means they are "performing extremely well." (Top 2 Box, Performing Extremely Well) Informed Public, 27-country global total.
25
RATIONAL
EMOTIONAL
SOCIETAL
92% WANT TO DO BUSINESS WITH COMPANIES THAT SHARE THEIR VALUES
MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS
RATIONAL
+EMOTIONA
L
+SOCIETAL
Recommend
Share Brand ContentShare Personal Info
Defend
Purchase
12%
12%
11%
10%
8%
Meeting people’s three needs states compounds benefit to brands.
26
BUILDING AND DEFENDING TRUST: CLEAR PERSONAL AND SOCIETAL BENEFITS ARE KEY
53% 39% 32%Fails to
Contribute to the Greater
Good
Lacks Economic Growth
Does Not Help Me and My Family Live
a Fulfilling Life
57% 51% 47%Produces
Economic GrowthAllows Me to Be a
Productive Member of Society
Contributes to Greater Good
Reasons Trust in Business Has
Increased
Informed Public
Reasons Trust in Business Has Decreased
47% 53%
81%agree
“A company can take specific actions that both increase profits and
improve the economic and social conditions in the community where
it operates.”
Q328-329. For which of the following reasons, if any, has your trust in each institution listed below increased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY] and Q330-331. For which of the following reasons, if any, has your trust in each institution listed below decreased over the past year? (Top 4 Box, Trust) Informed Publics, in [INSERT COUNTRY].Q249-252. Please indicate how much you agree or disagree with the following statements? (Top 4 Box, Trust) Informed Publics, 27-country global total.
27
IMPORTANCE OF BEHAVIORS IN BUILDING TRUST VS. PERCENT WHO AGREE THE FOOD & BEVERAGE INDUSTRY IS PERFORMING WELL AGAINST THESE BEHAVIORS
WHAT BEHAVIORS BUILD TRUST?
Q335-343. How important is each of the following factors to building your TRUST in a company? Use a 9-point scale where one means that action is “not at all important to building your trust” and nine means it is “extremely important to building your trust” in a company. (Top 4 Box, Trust) General Population, 27-country global total. Q344-348. How well do you think the [INSERT SECTOR BEING RATED] industry is performing on the behaviors listed below. Use a 9-point scale where one means they are “performing extremely poorly” and nine means they are “performing extremely well”. General Population, 27-country global total and across 27 countries .
General Population
GapImportance of Behavior
vs. Industry Performance
-19
-26
-23
-14
-21
-25
-18
-16
-18Makes me feel connected to something bigger
Develops intellectual property
Supports local charities and good causes
Is transparent in reporting progress on company's social responsibilities
Embraces sustainable business practices
Makes my life easier
Keeps me and my family safe
Protects customer data
Ensures quality control
49%
56%
56%
53%
57%
65%
57%
58%
65%
67%
72%
74%
78%
78%
79%
80%
84%
84%
Importance of Behavior in Building Trust in a Company
Food & Beverage Industry
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Make test results available publicly for review
80%
Partner with an academic institutions 75%
Run a pilot or beta tests 71%
Partner with an NGOs 63%
Partner with governments 55%
Informed Public
TRUST IN INNOVATION: TRANSPARENCY AND 3RD-PARTY VALIDATION ARE ESSENTIALACTIONS THAT INCREASE TRUST IN INDUSTRY TO IMPLEMENT TECHNOLOGY CHANGES
55% AGREE:New developments
are not tested enough
Q365-369. Below are a number of actions that could impact your trust in business and industry to develop and implement technology-led changes such as those you just evaluated. What impact would each of these actions have on your trust? Informed Publics, in [INSERT COUNTRY]. Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today, and select the response that most accurately represents your opinion. (Not Enough, Too much) Informed Publics, in [INSERT COUNTRY].
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THE NEW FORMULA FOR BUILDING TRUST IN THE FOOD & BEVERAGE SECTOR
Discovery
Discovery isn’t just about new products. It’s the development of technologies that advance sustainable storage, distribution, purchase and consumption. It’s the understanding human interaction with ingredients and products. It’s about deepening our knowledge of the food ecosystem, and how it is impacted by R&D, energy conservation and natural resource use.
= (DBenefit
It’s essential that the industry communicate the value and benefits of its products. From the seeds that are placed in the ground, to the technology used to develop, package, store and distribute products, the industry must engage around the rational. emotional and societal benefits it brings to the table.
B+Integrity
What’s in it and how was it grown, raised or harvested? Consumers and informed publics need to feel confidant that those involved in every aspect of the food and beverage products they consume are open and honest about every ingredient involved in production and distribution. They’re also concerned about ethical business practices, which includes how the industry interacts with its employees, communities and the planet.
I)+ E EngagementEngagement is the multiplier factor. It’s engaging with stakeholders throughout the supply chain and building partnerships of mutual benefit to co-create and collaborate around solutions. How industry players engage is essential not only to building trust, but ultimately to building market share.
TTrust
Building Trust in today’s transformative food & beverage environment requires three core ingredients:
• Driving innovation (products and processes) that meet not only individual and business needs, but also societal needs;
• Rational. emotional and societal benefits are needed; and
• Transparency and ethical business practices, including treating employees well.
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THREE ACTIONS THE FOOD & BEVERAGE INDUSTRY CAN TAKE TO BUILD TRUST
BehaveSolve EngageWe must engage with new rigor and self-awareness. We must show commitment to robust relationships and partnerships, transparency and consistency in reporting, active listening to stakeholders’, and a willingness to help all stakeholders, including consumers, understand what’s in our products and how they are grown, harvested, produced, distributed ad brought to market. Ultimately this is an action of leadership, culture and conduct.
We must apply our unparalleled perspective and skill to solving the world’s toughest problems. Shifting demographics, the environment, nutrition security and global connectivity place unprecedented pressure on our global food supply. They also provide an opportunity, for the food & beverage industry to bring new ideas and products to market that yield benefit, while ensuring the connection between new developments and societal benefits like nutrition security, energy conservation and environmental protection.
With those issues comes the opportunity to explore innovative products and services that are more than profit-drivers. They also can be about solutions to larger community, national, regional and global issues.
We must adopt a new framework, rooted in facilitating two-way dialogue, sharing information and fostering collaboration amongst all stakeholders in the food & beverage arena. Because developments and products do not speak for themselves, our companies and brands must actively engage a broad range of stakeholders to facilitate greater understanding through stories that reach and touch audiences.
We must also explain product and brand attributes, explaining the technology behind R&D. We also have to communicate how we bring new products and practices to market. We need to invite stakeholders in and let them immerse themselves in our companies and brands. And we should actively engage in partnerships, encourage feedback, listen to others’ feedback.